{"id":6063,"date":"2019-01-28T07:00:07","date_gmt":"2019-01-28T13:00:07","guid":{"rendered":"http:\/\/juneux.com\/blog\/?p=6063"},"modified":"2019-06-12T19:33:45","modified_gmt":"2019-06-13T00:33:45","slug":"4-tips-for-measuring-customer-problems","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/","title":{"rendered":"4 Tips for Measuring Customer Problems"},"content":{"rendered":"\n<p class=\"has-medium-font-size\">Customer problems erode your bottomline.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Chip away at them using a human-centered approach to design solutions, and then continually measure performance using CES (customer effort score).<\/p>\n\n\n\n<p>If you&#8217;re not sure where or how to begin <a href=\"http:\/\/juneux.com\/blog\/2019\/01\/can-design-be-measured-design-metrics-for-data-driven-organizations\/\">measuring the impact of design<\/a>, I recommend starting with CES. <\/p>\n\n\n\n<!--more-->\n\n\n\n<p>1) It&#8217;s easy to collect and track over time. <\/p>\n\n\n\n<p>2) It <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/unveiling-the-new-and-improved-customer-effort-score\/\">predicts customer loyalty<\/a> better than any other design metric.<\/p>\n\n\n\n<p>When you look around your product or organization, there are likely customer problems <em>everywhere<\/em>. Big ones. Little ones. Hidden ones. And new ones popping up all the time. <\/p>\n\n\n\n<p>Here are 4 tips to get you started:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Gather Customer Problems<\/h2>\n\n\n\n<p>CES <em>measures<\/em> customer problems. CES doesn\u2019t <em>identify<\/em> customer problems. <\/p>\n\n\n\n<p>If you don\u2019t already know your customers&#8217; problems, there are at least <a href=\"http:\/\/juneux.com\/blog\/2019\/01\/how-to-uncover-customers-problems\/\">16 ways to find them<\/a>,&nbsp;including:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Social listening<\/li><li>Customer service logs<\/li><li>Contextual inquiries<\/li><li>Ethnography \/ field interviews<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">2. Winnow Customer Problems<\/h2>\n\n\n\n<p>Once you&#8217;ve gathered the majority of problems, next you&#8217;ll want to narrow them down to focus on just the ones that cause the <em>most<\/em> pain: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Card sort. <\/strong>Ask customers to sort problems into pre-determined categories from a list of 30-40 problems. Categories might be level of severity (low, medium, high), frequency (rarely, sometimes, often), or importance (low, medium, high).<\/li><li><strong>Top problem analysis.<\/strong> Ask customers to choose their top 5 from a randomized list of 50-100 problems.<\/li><li><strong>Stakeholder interviews.<\/strong> Consult with your product team, UX researchers, and\/or frontline employees to identify the top problems. A handy tool for this exercise is the Impact-Effort Matrix.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. Focus on the Peak-End Rule<br><\/h2>\n\n\n\n<p>Ever hear of the &#8220;peak-end rule&#8221;? People generally only remember the most intense part of an experience and the very end of the experience. And not much else.<\/p>\n\n\n\n<p>Think back to a recent vacation or flight. Which parts do you remember really well? Likely you best remember the best or worst part, and how it ended.<\/p>\n\n\n\n<p>If it&#8217;s too overwhelming or difficult to measure every part of the customer experience\u2014start out by measuring and tracking just the peaks and the end.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Create a Customer Problem Map<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"619\" height=\"542\" src=\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/01\/Group.png\" alt=\"Visualize &amp; track customer problems using a CES dashboard\" class=\"wp-image-6133\" srcset=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/01\/Group.png 619w, https:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/01\/Group-150x131.png 150w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><figcaption>Example CES Dashboard<\/figcaption><\/figure><\/div>\n\n\n\n<p>What the design team or leaders <em>thought<\/em> was a big customer problem might actually be overshadowed by something else. <\/p>\n\n\n\n<p>Map the CES score (color) and frequency (outline) of customer problems on your customer journey map. Visualizing\u2014and giving context to\u2014your customer problems on a map will help design teams quickly zero in on which ones require immediate TLC.<\/p>\n\n\n\n<p>To go the extra mile, benchmark how well your competitors solve these same problems (indicated by the gray bars). <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Related Articles<\/h2>\n\n\n<ul class=\"wp-block-latest-posts__list wp-block-latest-posts\"><li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2020\/04\/can-empathy-be-measured\/\">Can Empathy Be Measured?<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/\">4 Tips for Measuring Customer Problems<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2019\/01\/can-design-be-measured-design-metrics-for-data-driven-organizations\/\">Can Design Be Measured? Design Metrics for Data-Driven Organizations<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2017\/04\/how-to-tie-cx-to-revenue\/\">How to Tie CX to Revenue<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/juneux.com\/blog\/2016\/12\/categorize-dashboard-interview-findings-into-themes\/\">Redesigning Your Analytics Dashboard: Categorize Dashboard Interview Findings into Themes<\/a><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-button is-style-squared\"><a class=\"wp-block-button__link has-background has-bright-blue-background-color\" href=\"http:\/\/juneux.com\/blog\/contact\/\">Contact June UX<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Customer problems erode your bottomline. Chip away at them using a human-centered approach to design solutions, and then continually measure performance using CES (customer effort score). If you&#8217;re not sure where or how to begin measuring the impact of design, I recommend starting with CES.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[50],"tags":[],"class_list":["post-6063","post","type-post","status-publish","format-standard","hentry","category-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Tips for Measuring Customer Problems - June UX<\/title>\n<meta name=\"description\" content=\"Chip away at customer problems using a human-centered approach to design solutions, and then continually measure performance using CES.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Tips for Measuring Customer Problems - June UX\" \/>\n<meta property=\"og:description\" content=\"Chip away at customer problems using a human-centered approach to design solutions, and then continually measure performance using CES.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/\" \/>\n<meta property=\"og:site_name\" content=\"June UX\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-28T13:00:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-13T00:33:45+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2019\/01\/Group.png\" \/>\n<meta name=\"author\" content=\"Kristine Remer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@kristineremer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kristine Remer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/\",\"url\":\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/\",\"name\":\"4 Tips for Measuring Customer Problems - June UX\",\"isPartOf\":{\"@id\":\"https:\/\/juneux.com\/blog\/#website\"},\"datePublished\":\"2019-01-28T13:00:07+00:00\",\"dateModified\":\"2019-06-13T00:33:45+00:00\",\"author\":{\"@id\":\"https:\/\/juneux.com\/blog\/#\/schema\/person\/9239f257eb7b6082954622f7bb7a13bb\"},\"description\":\"Chip away at customer problems using a human-centered approach to design solutions, and then continually measure performance using CES.\",\"breadcrumb\":{\"@id\":\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/juneux.com\/blog\/2019\/01\/4-tips-for-measuring-customer-problems\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/juneux.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"4 Tips for Measuring Customer Problems\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/juneux.com\/blog\/#website\",\"url\":\"https:\/\/juneux.com\/blog\/\",\"name\":\"June UX\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/juneux.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/juneux.com\/blog\/#\/schema\/person\/9239f257eb7b6082954622f7bb7a13bb\",\"name\":\"Kristine Remer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/juneux.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/04287e5398aef336c1ac28a3811a49c9a8ab86020c33349ef1f186ade6efc3c7?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/04287e5398aef336c1ac28a3811a49c9a8ab86020c33349ef1f186ade6efc3c7?s=96&r=g\",\"caption\":\"Kristine Remer\"},\"description\":\"Kristine Remer is a CX insights leader, UX researcher, and strategist in Minneapolis. 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